COVERGIRL x JANELLE MONÁE
OUR WORK
THE CHALLENGE
COVERGIRL was introducing Janelle Monáe as its newest ambassador through general market media, but the campaign lacked multicultural media partnerships. As a result, the marketing felt too broad and missed the opportunity to connect directly with Janelle’s core audience—African American women, her most engaged and loyal fan base.We identified the opportunity to strategically market Janelle Monáe’s collaboration with CoverGirl to African American women. A targeted media plan was developed featuring key outlets like EBONY and ESSENCE, digital partners, and BET to reach TV audiences.To deepen the connection, we developed video content direction that showcased Janelle’s synergy with the brand, allowing fans to better understand the partnership and its authenticity.We secured media placements across these platforms and negotiated Janelle’s consideration for an award at BET’s BLACK GIRLS ROCK!—highlighting her growing career, creativity, and cultural impact.THE SOLUTION
THE OUTCOME
5% increase in product sales — outperforming forecasts by 2.5%.150% above forecasted social media engagement across platforms.13M+ earned media impressions across major outlets, amplifying reach and visibility.